Published February 2001

New shop signals success
for sign-maker

By John Wolcott
Herald Business Journal Editor

Russell Sign Co. has been so successful making signs for other companies that President Doug Russell had to make new ones for his own firm — first when seven years of being N.W. Airbrush & Sign gave way to Russell Sign Co. and early this month when he moved to Lynnwood.

The new space at 5629 208th St. has three times the room he had at his Perrinville location, where he shared space with his mother’s business, Think Ink, which markets inks, rubber stamps, embossing powder and art and craft materials.

“I started my business in my parents’ home, focusing on unique custom airbrush work for Harleys, motorcycle helmets and vehicles. Then I began applying my airbrush and art background to commercial business signs,” Russell said.

As a former graduate of the Art Institute of Seattle, Russell still gets tips and referrals from the Institute for business. His Edmonds commercial accounts have included Comstock Jewelers, PePetit Café, Sound Styles, HouseWares, Arista Wine Cellars, Tria Moda and Garden Gate.

One of his most recent local projects was a downtown directory for the city of Edmonds, mounted on the north wall of the Bank of Edmonds. The directory project, contracted by Mikael Hattrup of the Edmonds Alliance for Economic Development, includes three signs downtown to help people become more familiar with stores, restaurants and other city landmarks.

Russell’s signs can become complex. He built the Edmonds directory, for example, on an arched wood frame to give it a curved surface. The face of the sign is quarter-inch aluminum with a bronze laminate. The panels for the map, location names and the raised letters were machined on his computerized router. The color-coded map was created on his computer and digitally printed onto vinyl that was applied to the Sintra panel. Then, he covered the directory with clear Lexan for protection.

His signs are made from a variety of materials and combinations of materials, including high density urethane foam, copper, Gator foam, Sintra, Lexan, aluminum and acrylic, enabling him to make three-dimensional signs up to 3 inches thick and 52 inches tall.

“We do most work in our own shop, which gives us more control over the product and what we can do for customers,” Russell said, pointing to a routed foam sign on his wall that was painted to look like stone. “Foam gives you more flexibility than working with wood. It looks better and holds up longer.”

While he still does a lot of hand-painted work, Russell creates most of it on his computer before sending it to the routing table. Corporate logos, color graphics for company vehicles and custom-designed signs are his specialty.

Although personal referrals have built Russell’s business, his Web site has brought him business, too. So far, he has picked up work from a museum in Chicago and an insurance company. But most of his work is with local firms, including Old Navy, Windermere Real Estate and Long Painting in Seattle.

“I can do routine signs, but I focus on the creative ones that are unique. People like breaking out of the typical rectangular and square signs … to have a different look,” Russell said.

He’s hired two more employees in recent weeks, a production specialist and administrative assistant, bringing the business staff to four.

Russell Sign Co. can be reached at 425-775-7010 or 888-494-9945, on the Internet at www.russellsigncompany.com or by e-mail to doug@russellsigncompany.com.

Back to the top/February 2001 Main Menu